1. A Sumitomo Rubber industries brand, native from Japan and later introduced in North America. 2. Good portfolio and brand image 3. Strong urges to provide superlative performance 4. High Focus on Motorsports and all terrain and weather tires 5. Has official tie-ups with brands like Subaru, Suzuki and Daihatsu

Weaknesses

1. Not much visibility in Africa and South Asian Countries-emerging economies 2. Market share is declining with more stiff competition

Opportunities

1.They have growth opportunity in emerging economies like India, China, Brazil etc. 2. Their successful branding as the most Eco-friendly tire company may take them a long way. 3. Opportunity to diversify more strategically to mitigate the risk of putting all the eggs in one basket and advertising that also.

Threats

1.There is Stiff Competition from national and international brands.

2. Japanese and US economies are not growing much and have reached a maturity phase 3. Government Policies w.r.t export duties, import duties, tax levied on automobile industries and economic condition of nation as it determines the sale of automobiles.

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